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PUMA partners with Italian Football Federation

by EVENTFAQS Bureau | Corporate/Brand Marketing | March 1, 2012

PUMA, on Feb. 27, announced that it has entered into a new long-term contractual partnership with the Italian Football Federation (FIGC). Under the partnership, PUMA will now actively manage the entire licensing portfolio of FIGC assets on a global basis. PUMA will hold the status of ‘Official Master Licensee of the FIGC', effective through and beyond the next two FIFA World Cups in Brazil and Russia. PUMA will also continue as the official partner of the FIGC, in relation to playing kits and replica wear for all FIGC national teams.

Building on a successful nine-year relationship, PUMA has significantly deepened its contractual involvement with the FIGC to place a global emphasis on expanding the profile and commercial potential of the FIGC brand, driven by its newly established international sports licensing division. This evolution gives PUMA the scope to substantially increase its licensing opportunities that exist through one of the most prominent federations in world football.

Commenting on the partnership, PUMA CEO, Franz Koch said: "We have enjoyed a highly successful relationship with the FIGC over the past nine years, and as such, we are delighted to have reached this new agreement and considerably expand our partnership with them. It underlines PUMA's reinforced commitment to further strengthen its position as one of the top three football brands because the Italian National Team, more than any other national team property in world football, perfectly embodies PUMA's unique Sportlifestyle positioning. Holding the Master License of the FIGC enables us to elevate our work with them to a truly global level; this is a new venture for PUMA, and one that we are fully confident will be successful."

PUMA also launched the new Italy Away kit in Genoa, part of the Power 12 range of PUMA playing kits that includes Uruguay, Chile, the Czech Republic, Switzerland and Austria. In addition to the Italian Football Federation, PUMA signed a new partnership with the South African Football Association last year and extended its partnership with the Swiss Football Association. The sport lifestyle brand continues to partner with Italian internationals Gianluigi Buffon and Giorgio Chiellini, and recently added Cesc Fabregas, Sergio Aguero, Radamel Falcao, and Yaya Toure, among others to its portfolio.

Giancarlo Abete, President of the FIGC, commented: "PUMA has been a great partner for us, and we are very happy to not only continue but also deepen our relationship with them. Their licensing expertise, ideas and commitment to expanding the commercial potential of this partnership are impressive, and have led us to create this new contract. PUMA's proficiency in design, marketing and global sales distribution is among the best in the industry, which gives us great confidence for the future."